Ford has long ranked near or at the top in regard to customer loyalty, which is a very important metric in the automotive industry. When one leases or purchases a new vehicle, they're generally planning on keeping it for at least a few years, after all, and it's important for automakers to retain those same customers when it comes time to replace it. While automotive loyalty wavered a bit during the days of the pandemic, when inventory was quite low, it has bounced back in a big way - and it seems as if Ford Mustang Mach-E owners are particularly loyal to that model, specifically.
According to Experian's Q2 2025 Automotive Consumer Trends & Analysis Report, the Ford Mustang Mach-E ranked among the top five electric vehicles in terms of loyalty, with 7.70 percent of all new purchases for that model coming from customers of older Mach-E crossovers. On top of that, 2.98 percent of Ford Mustang Mach-E buyers in the past quarter came from a Tesla Model 3, and 2.34 percent from a Model Y, the Mach-E's chief rival.
Otherwise, the other top four inflows for the Mach-E coming from other Blue Oval vehicles consisted of the Ford Explorer (5.25 percent), Ford Escape (4.85 percent), Ford F-150 (4.45 percent), and Ford Edge (3.59 percent). It also secured a notable number of customers from owners of the Mazda CX-5, Honda CR-V, and Toyota RAV4. It's worth noting that among this list of the top five EVs by market share in Q2, none can list the Mach-E as one of its top five conquests, too.
This news comes as Ford just reclaimed the top spot in terms of loyalty. The latest data from S&P Global Mobility shows that Ford had a 59.6 percent brand loyalty score in Q2 2025, a figure that bested Tesla’s 58.1 percent and third-place Chevrolet at 58 percent. Tesla lost 9.4 percentage points year-over-year, the second-largest drop behind Dodge at 12.7 percent. Interestingly, 70 percent of Tesla owners stuck with an EV as their next purchase, but 30 percent opted to go back to an ICE-powered vehicle among its defections over the same timeframe.
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Maybe most are on leases, or owners want to get out from under their current model to avoid a costly battery pack replacement? I’m not exactly sure when the horizon tipping point is for a battery pack, but I’m sure owners do.